디지털경영, Vol.6 no.2 (2020)
- 태국 화장품 원료 B2B 시장의 SNS 마케팅 사례연구 -
This study was conducted to provide effective SNS marketing method for Korean cosmetics companies seeking to enter Thailand cosmetic market by analyzing SNS marketing case studies of Thailand cosmetics company. The Thailand market has good conditions for Korean cosmetics companies because of the Korean wave, the Free Trade Agreement between Korea-ASEAN, and the growth potential of the cosmetics market. Thus, It is thought that using SNS marketing method and analyzing factors that influence on marketing trends in Thailand, it will have a positive impact on companies that are seeking to enter the Thai market. First, the study suggested a new direction for Korean companies by studying the use of SNS channels by local B2B company. Compared to the preceding study, the study provides actual guidelines to Korean companies planning to enter the Thailand cosmetics market by analyzing local cosmetic company’ SNS marketing status. Second, the case study found that a majority of small business companies were doing their marketing in Thai rather than English. Therefore, Korean companies planning to enter the Thailand market should consider marketing in Thai, and the marketing process in cooperation with local companies is also considered as a way to successfully enter the market. Third, major customers leading the cosmetics market in Thailand were found to be women in their 20s and 40s, and that the marketing process led to increased empathy with customers and increased confidence in product introduction. Fourth, not only utilizing SNS channels, but also factors that directly or indirectly affect marketing should be considered when proceeding SNS marketing. That is because the company's policies are determined by factors such as employee expertise, gender and age, awareness of executives' SNS marketing, other external factors, company reputation, and purchasing items. Therefore, this study figures out that using SNS marketing by analyzing Thailand cosmetic companies using SNS method is helpful for Korean companies seeking to enter the Thailand market.